How the Growth Equation and the Ceezar Products Suite have delivered solutions, value, and growth to an Australian business.
Blue Build specialises in custom home constructions and renovation work in Sydney.
Blue Build wants to make the client’s home their chateau. Their service is customised to each individual’s needs.
Working alongside top design teams, Blue Build is a full-service Sydney home builder. They have a wide variety of customisable services to fit all of their customer’s needs, making the process and finished product stress-free.
The business was typical of trades – the business owner had low brand and marketing knowledge and little understanding of how a strong brand can deliver back to the business.
Ceezar Products Used
Lean Canvas Workshop
This is a spirited effort in communicating Barc For Pets’ ideas clearly and concisely to others so they can get behind it – a simplified business plan. Our Lean Canvas process helps small to medium businesses deconstruct their ideas on a single page using key foundational building blocks.
The WordPress CMS website is a high performance mobile responsive website and a CMS (Content Management System) included. A WordPress website creates the opportunity for small businesses and brands to have a high-performance domain name and live website that displays all critical business information across an optimised information architecture which enables the business to compete with a quality digital platform of its own.
Velocity Digital Marketing
The Velocity Digital Marketing program manages marketing communications across digital media channels for your business and brand. Velocity creates the opportunity for small businesses to design, deploy, broadcast and actively manage marketing strategies and digital communications using both organic and paid methods while also building website content.
Growth of service offering into new metropolitan areas
Projects involved expanding the Blue Build services from a local Sydney location into a broader Sydney metropolitan focused business.
Expansion of marketing communications to include B2B
Blue Build needed to strategically expand its marketing reach and look to collaborate with other similar businesses to cut through a market in a saturated state of competition.
Without the business size to enable digital marketing cut-through, partnership strategies and tactics delivered brand strength though collaborations.
Increased word of mouth referrals by 50%
Ceezar identified a need to increase the Blue Build brand equity, as to ensure the brand performs as an autonomous sales agent and ensure to keep the business model lean, and what human resources are needed are focused on building houses.
A strong brand with equity allows brand marketing to be leveraged in numerous ways to benefit the business. One of the key outcomes from a strong brand is word of mouth referrals and organic sales growth.
Increased inbound lead enquiry conversion
The Blue Build service offering is a reflection of the brand positioning. Ideally, a blue collar achievable home build and/or renovation offer with a strong value propositions of trust.
With a focus on brand communications, SEO and brand name growth, the core performance marketing initiatives ensured a limited ad budget spend and more efforts towards organic sales and strategic low-cost new customer acquisition at initial launch.
With builder-specific software technology managing the customer enquiry, the process of sales and customer service was streamlined to meet the lean office-based human resources of the business.
Increase sustained website traffic by 250% / 12 months
Blue Build had poor traffic and quality score by search engines such as Google and Bing due to poor website performance and content.
Ceezar needed to identify how to generate larger volumes of sustainable traffic to the website, that are comprised of valued and appropriate quality leads (as opposed to ‘junk’ leads). The key here was to build domain equity and domain authority as quickly as possible.
Refined brand positioning which increased new channel marketing opportunities
The Blue Build business owner had the vision, though very little time to execute tasks and projects.
Ceezar enabled a Business Growth Strategy to bring the clients vision to the surface, and to clearly chart a feasible and commercially viable course of brand and marketing activities to achieve business growth.
What The Accountant Can Learn
Learn how a Website converts email leads
lead generation and onsite form conversion can be simple or complicated, it largely depends on the type of website, the size of the form, the customer enquiring and what sort of information is being transferred, and importantly where the lead is coming from.
Lead generation and conversion is all about joining the online digital communications elements together, and fast!
To facilitate this involves numerous third party services working harmoniously like a well tuned race car. These elements include website and email technologies, chatbots and digital marketing funnels.
Lean how digital marketing delivers leads and how much it costs depending on the industry
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Learn how Digital Marketing results are measured
Digital Marketing has some key metrics to measure how it performs. As an accountant, it’s likely you’ll score A++ in your tests here, it’s all numbers. All you really need to understand are the volumes of digital marketing acronyms that form the language of Digital Marketing and analytics.
The analytics from website traffic and digital marekting leads are basically are summations of how much the digital marketing cost to funnel the customer to the website, and measuring this against the marketing budget, and / or the relevant associated margins.
Learn how Performance Marketing shows up in accounts ie: Xero
Performance Marketing is 100% digital, it pushes and pulls data from one point to another. Here, the softwares involves capture and store data and present it in some crude or detailed formats. How well the digital developers have connected these softwares will determine how they show up in reporting, finance softwares and banking records.
We all know reconciliation is key, here a neat digital marketing plan will ensure your job is easy is unpacking and reporting the numbers for BAS and EOFY returns.
Learn brand impacts sales and B2B relationships
A strong brand will generate a stronger business, and it’s ability to charge more for services, or win more business from referrals and word of mouth.
Though how to grow, nurture and manage brand assets is key. Brand values, propositions and emotional communication considerations all form the basis of a strong brand.
An accountants client might want to sell the business one day. Succession planning is made easy when brand has been considered early on.
Understand Google and SEO
Google is a beast, it moves fast and has more power than some governments.
Understanding the basics on how the Google landscape performs is simply required knowledge for any business using technology as one of their businesses assets.
SEO is all about how search engines, like Google, read and register the content on a website. When a business pays attention to this, they will perform better in Google, get found easier, and be able to compete against those in their market.